Release of IC Card Marketing Campaign System by TOPPAN Printing
Toppan Printing earlier this month has released a system that company calls it “TOP TOUCH” designed for implementing effective marketing campaign by leveraging usage histories for electronic money and transport cards carried by general users. Toppan’s main business targets are companies in fields of transport, distribution and eating and drinking which issue their own IC cards. Up to now there has been no effort to make use of information such as usage histories stored on IC cards due to lack of methodologies or know-how, making most campaigns aimed at all IC card holders to be conducted regardless of their usage history. The new “TOP TOUCH” IC card campaign system, provide a capability for reading and using the usage histories that has been accumulated on IC cards such as electronic money and IC transport cards.
Leveraging this system, companies will be able to hold prize draws and points that meet certain conditions such as purchasing products over certain value using an IC card, or using a certain mode of public transportation in visiting a shop or even attending an event, resulting in an increase frequency of IC card usage by general public. The devices in this system come with a compact size, not requiring special installation space, where they can be incorporated into POP display. Further connection of these devices to a network opens the possibilities of implementation of effective campaign at a lower cost. The terminal set for this system cost 150,000 JPY, plus system usage fees (e.g. Point rally using 10 terminal sets would cost 120,000 JPY per month). There are also separate initial costs and network line cost. The cost will differ depending on the type of campaign. Toppan is setting sales target of 300 million JPY by 2012.